WATCH ME SHINE!

TitleWATCH ME SHINE!
BrandUNILEVER JAPAN CUSTOMER MARKETING
Product / ServiceLUX SUPER RICH SHINE
CategoryA10. Integrated Campaign
EntrantASATSU-DK Tokyo, JAPAN
Entrant Company ASATSU-DK Tokyo, JAPAN
Contributing Company ASATSU-DK Tokyo, JAPAN
Production Company ADK ARTS Tokyo, JAPAN
Production Company 2 NIBAN-KOBO Tokyo, JAPAN

Credits

Name Company Position
Hiroaki Saito ASATSU/DK INC. Account Director
Yui Takeshima ASATSU/DK INC. Account Executive
Toshihiro Kaneyuki ASATSU/DK INC. Executive Creative Director
Ryusuke Dohi ASATSU/DK INC. Creative Director
Tetsufumi Takei ASATSU/DK INC. Art Director
Kenshiro Suzuki ASATSU/DK INC. Communication Planner
Yoshihiro Kozuka ASATSU/DK INC. Communication Planner
Asako Sorimachi ASATSU/DK INC. Senior Strategic Planner
Yuki Kitayama ASATSU/DK INC. Senior Magazine Media Planner
Isao Cho ASATSU/DK INC. Magazine Media Planner
Futaba Nakashima ASATSU/DK INC. Media Plan Director
Yosuke Onuma ASATSU/DK INC. Senior Media Planner
Kohei Ono ASATSU/DK INC. Media Planner
Shuichi Kenda ASATSU/DK INC. Digital Media Planner
Yoshitaka Fujimori ASATSU/DK INC. Digital Media Planner
Ryosuke Asai ASATSU/DK INC. Digital Media Planner
Masashi Ariizumi ASATSU/DK INC. Communication Planner
Takako Nishihata ADK Arts Inc Copy Writer
Kensaku Kakimoto Office/Saku Film Director
Masashi Ohno Film Producer Niban Kobo Inc.

The Campaign

In Japan, women have not been in the workforce for a long time. Still, some companies and people believes that tea making is one of the main tasks for female employees. In their private life, there are traditional message that marriage is the ideal for women. After they get married, a good wife have to walk three step behind their husband. Stay at the house as a house wife, clean and cook for her husband, then wait for him to come back home. From these cultural background, there are many Japanese women who find it difficult to openly express their thoughts or feelings. At the same time, there has been a tendency for Japanese women to stick to routine and be reluctant to make changes. In the category of hair care, as well, damage-care products that appeal to a conservative audience have dominated the market until now. Deep down, however, our target women want to stand out and express themselves more.

Results

There are many Japanese women who find it difficult to openly express their thoughts or feelings. In the hair care, as well, damage-care products that appeal to a conservative audience have dominated the market until now. Our challenge was to let our target to stand out and express themselves more. Our strategy was to present an ideal female image and expand it to almost all target women in Japan. If we do so, we believed that our target will buy our product inevitably to be the ideal women. Thus, we put the main message “I’m braver than you think. Watch me shine.” in the middle of our campaign and used three biggest media that we have now in Japan to reach the message to everyone in the country. Ideal female image: High-achieving and shining with confidence—that challenges herself by hungrily trying new things to get closer to her ideal self. Media 1 : Web Movie Advertised LUX’s message by inserting it into a video that shows various women expressing themselves freely and enjoying life Media 2 : Web Site Facebook users could choose a scene they liked from the movie on our website, and post it along with their own words, such as “I want to shine!” The user’s statements spread over SNS. Media 3 : TV Program We collaborated with TV programs that have an influence on our target, and created a segment that used LUX’s message as its main theme.

To guide our target women to their new life of values, we presented a brand new female image that is high-achieving and shining with confidence—that challenges herself by hungrily trying new things to get closer to her ideal self. They start realized that they need to change but they didn't know how. Thus we gave them the ideal role model as their perfect goal for their life.

We presented a female image that is high-achieving and shining with confidence—that challenges herself by hungrily trying new things to get closer to her ideal self. The web movie reached over 1,000,000 views, The brand’s image improved 8.8 % The shares increased 145%and gain the top spot in shampoo sales!!